About 3rd Party Trackers

A 3rd Party Tracker is an additional measurement beyond what is available in the Criteo platform. Trackers, in the form of either an image code or JavaScript code, are appended to ads for several reasons, including third-party verification to ensure your ads are not attributing any fraudulent clicks, independent tracking and reporting, and optimization of campaigns. 
 
3rd-party trackers and can be applied as: 

• Global tracker: Track all selected creatives across your campaign through one centralised tracker 

• Creative-specific tracker: Set up a specific tracker for each creative for close monitoring 

Why is it important? 

• Ensures independent validation of campaign performance. 

• Enhances fraud detection and click verification. 

• Supports external reporting systems required by brands or agencies. 

• Enables creative-level optimization with specialized data inputs. 

Who is it for? 

• Advertisers using external ad servers or measurement partners. 

• Agencies requiring third-party verification for impressions and clicks. 

• Brands with internal reporting systems or compliance needs. 

When to use it? 

• When verifying delivery metrics with external partners. 

• For click and impression validation outside of the Criteo platform. 

• When tracking performance at the creative level is critical to campaign success. 

• When using video creatives that rely on VAST tracking. 

Where to find it? 

You can add 3rd-party trackers during the Creative step of line item creation in Commerce Max.

How it works? 

You can use three types of 3rd-party trackers, depending on your creative format and measurement needs: 

• Impression tracker: 

  • Optional: You may apply up to 10 impression trackers per line item or creative. 

  • Enter your secure tracking pixel (Example: https://ad.myredirection.net/trackimp/=) 

  • Use the "Add more pixel tracking" option to insert multiple pixels. 

• Click tracker: 

  • Optional: Only one click tracker is allowed per line item or creative. 

  • Use a prefix (e.g., https://ad.myredirection.net/tracker/?url=) 

  • Add a suffix (Example: &utm_source=criteo&utm_medium=display&utm_campaign=my_campaign) 

• VAST video tracker 

  • Applicable only for video creatives. 

  • Must be set at the creative level as a creative-specific tracker. 

List of supported ad servers

The following ad servers are currently supported for 3rd-party tracking in Commerce Max: 

• Ad Form 

• Adition 

• ADVentori  

• AdvertServe 

• Bannerflow 

• Bannerwise 

• Flashtalking 

• Google (Google tag service and former double-click format) 

• Integral Ad Science 

• Revjet 

• Sizmek 

• VirtualMind (adVentory) 

• Weborama 

If your ad server is not on the list, please contact your criteo representative.